YES, a 41-year-old Polish jewelry brand, presents its vision of a better future for all daughters. The publicity campaign draws on women's hopes and voices against the growing intolerance and stereotypes in Poland, where women pay a high price for populist government and law. YES is an independent jewelry company established by a woman. Its employees are mostly women, from top to bottom. The Polish mid-size brand used to follow the increasingly stereotypical canon of the sector's idealized perfect style. Until last year. In 2021, YES decided to no longer remain insensitive to real social problems. Unfortunately, for a few years, Poland has gone backwards in relation to womenâs rights. The country is ranked 23rd in the EU in terms of gender equality. Recently, the President of Poland appointed a Council for Higher Education, Science, and Innovation, which includes eighteen men and not a single woman.
Agency: 180heartbeats + Jung von Matt
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